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Tottenham Hotspur is well-known for its long tradition of attacking football

Tottenham Hotspur's rallying slogan "Glory Glory" could soon be transformed into the slightly more 21st Century sounding "Flair, Style and Adventure" as the club embarks on a major business rebranding.

The north London team is looking to reach out its a potentially huge fan base around the world, and then leverage that global interest in Spurs to hopefully sign a number of new sponsorship deals.

At the heart of it all is the concept that there is a huge, as-yet-untapped, "brand" at the core of the club.

All this is based on a solid foundation of a continued and growing demand for Premier League football around the world, which is broadcast in 207 countries.

Around the world Premier League football was watched on TV last year by 3.9 billion people, 1.24 billion of them in Asia alone.

"We will be giving commercial partners access to something people want to be involved with."

He said that although Spurs had sold, via the Premier League, the TV rights to its live league matches, it had other valuable media assets.

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The club is launching a new website to help connect with its fans around the globe

"We own the access to our players at all other times, such as training," says Mr Wijeratna.

"We can create bespoke content, filming training for example. There is an immense interest in the players and in this side of things.

"At the moment I don't think the club is really making the most of that."

He said the best way to use all this potential content was with sponsors, who could run commercial programmes off the back of this "compelling content".

Stadium issues

The club received a boost earlier this week when it signed a planning agreement to build a new stadium at the 20-acre Northumberland Park site next to White Hart Lane.

"This will be the best stadium in the country," says Mr Wijeratna.

"It has been designed with the fan experience as the most important thing."

He said the club, which is currently building a new state-of-the-art training complex, desperately needed a new, bigger, stadium.

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The capacity at White Hart Lane is not big enough to meet demand

"We are one of two or three clubs in the country who can fill a 60,000 stadium relatively easily," he says.

"At present we cannot fulfil demand. Also, Arsenal and Manchester United take considerably more revenue from each home game than we do, that is because of the size of the stadium."

When the club played Real Madrid in the quarter-final of last year's Champions League, they only had 5,000 tickets available for sale and 70,000 applications to buy them.

Tottenham, however, have not given up hope of becoming the long-term tenants of the Olympic Stadium after next year's Games.

They have mounted a legal challenge against West Ham's current winning bid.

Mr Wijeratna said the decision to also apply to use the Olympic Stadium was a prudent business decision, but would not comment further because of the ongoing legal case.

Financial fair play

According to the latest Deloitte analysis of the football club business in Europe, the club was the tenth biggest in the continent - and by extension the world - in terms of revenues.

"When financial fair play kicks in that will change the balance," says Mr Wijeratna, referring to the new Uefa monetary guidelines which state clubs can only spend the revenues their business brings in.

He said it meant clubs like Manchester City and Chelsea would no longer be able to rely on the deep pockets of their owners.

"Spurs makes an operating profit, and has done for a long time," says the former Sky television executive.

"Very quietly Spurs is getting 'with it'. We are going on a journey, and it is going to be very exciting."